Amazon has unveiled Creator Central, its most comprehensive offering till date, to harness the potential the influencer ecosystem represents. It comprises an expansive suite of resources that allow creators to not only produce and share their work but also track its impact and monetise it — all from within Amazon’s walls.
Creator Central fits in snugly with the e-commerce giant’s ambition to leverage the influencer ecosystem.
Previously, the platform set up Creator Connect, a network to foster collaboration among influencers. That was followed by Creator University, an educational venture aimed to transform influencers into Amazon brand ambassadors.
Its latest move isn’t exactly out of left field. The influencer marketing industry in India is experiencing rapid growth, with its value projected to surge from 19 billion in 2023 to34 billion by 2026. In a recent Meta survey, 76% of the respondents said they discovered fashion brands on social media, underscoring the influence of digital personalities.
Needless to say, Amazon is looking to leverage the power of these influential figures to enhance the shopping experience. Says Zahid Khan, director of shopping initiatives for India and Emerging Markets at Amazon, “Creator Central empowers content creators to monetise their passion, scale their businesses and build stronger communities.” It will be rolled out to over 50,000 creators in the coming weeks. But the question is, with the number of influencer-brand partnerships multiplying exponentially, can Creator Central help in crafting campaigns that cut through the noise and move users overwhelmed by promotions?
On the table
Anubhav Singh, founder of Bridgers, says there are at least 200 million content creators around the world, but less than 10% are able to monetise their content. That is where Creator Central can step in. “Creators have to work hard for at least six months on an average to start earning. Platforms like Creator Central will empower them,” he says. “For brands, it’s an opportunity to connect with target communities through trusted influencers, offering a level of credibility that traditional ads often can’t achieve,” adds Saif Ahmad Khan, founder of Luhaif Digitech.
Here’s what Creator Central offers creators. For one, they have access to a large suite of tools to design and share content—such as curated idea lists, photos, and videos—directly to their personalised storefronts. They can leverage their personal brands to enable product discovery, offer personalised recommendations, and foster community engagement. In other words, they are endorsement-ready.
The potential is immense. Around 350 million of India’s 800 million internet users are engaged in online transactions, fueled by an increase in content consumption. Influencers and content creators play a pivotal role in this consumption growth, with reports showing that 60% of the buyers base their purchase decisions on digital media creators—product reviewers, vloggers, and peer recommendations—often via platforms like YouTube.
In response to their growing influence, Amazon.in has also announced a significant increase in its Standard Commission Income Rates for content creators. The revised commission structure promises creators an increase of 1.5 to 2 times their earnings across key product categories, including fashion, beauty and personal care, home, kitchen, toys, and books.
By putting a recognisable face behind a product, influencers can turn casual browsing into confident purchases, says Nikita Bachani, founder and CEO of Alkymi Media.
However, some industry experts caution that over-reliance on Amazon’s platform can limit the potential of creators. Yasin Hamidani, director of Media Care Brand Solutions, says, there’s also the risk of content becoming overly commercialised, which might dilute authenticity—critical for maintaining audience trust. “Balancing data-driven strategies with organic engagement will be key,” he adds.
Diva Bhansali, founder of DBound Media, adds another concern: market saturation. With so many creators vying for attention, standing out amidst the noise could become increasingly difficult. The platform’s exclusivity to members of the Amazon Influencer Programme could also pose a limitation, points out Preety Singh, co-founder and managing director of Boomlet Group.
That said, Creator Central will win over the creator community only if it places the controls in the hands of the creators. The good thing is, with the new tools, creators can monitor metrics like their earnings, top-promoted products and trending categories, so they know what’s working and what’s not. This could be a boon to indie producers who have made it big on the platform and are looking to expand beyond it.
“It can lower the entry barriers for aspiring creators, enabling more voices to participate in and enrich India’s creator economy,” says Chetna Israni, co-founder and director of Morning Star BrandCom.
“Ultimately, this evolution could transform influencers into mini-TV channels for e-commerce, opening up new income streams for a broader segment of the creator population. If optimised well, it could be a game-changer, not just for Amazon, but for the entire creator economy,” concludes Kalyan Kumar, co-founder and CEO, KlugKlug.